Brand reputation monitoring tool should be an essential part of your online marketing tools stack. Nothing ever goes away on the Internet. Every review, photo, post, or movie will stay online forever, for every interested Internet user to see. And even one negative comment, if it goes viral, can hurt your business reputation. That’s why it’s vital to choose the right brand reputation monitoring tool.
You can’t prevent people from writing negative comments about your company online, but you can certainly minimise the effects of unfavourable content.
The first step to successfully managing your brand reputation is to spot all the mentions about your business on time. Nothing annoys your existing and potential customers like waiting for a response, or, what’s worse, not receiving any at all.
Of course, you can monitor relevant online mentions in an old-fashioned way – type a relevant keyword in a search engine and look for results. But this solution is extremely time-consuming and, in the long run, ineffective.
Brand reputation monitoring tools will not only automatically gather all online mentions, but will also provide an in-depth analysis of the results. Essentially, all the menial work is done for you. You can focus on drawing conclusions and adjusting your business tactics.
The benefits of brand reputation monitoring
Before we delve into the nitty-gritty of brand reputation monitoring tools, let’s see what are the benefits of brand reputation monitoring.
- Brand monitoring can prevent and contain brand crisis. As mentioned before, crisis can hit you at any time and spread quickly. It’s important to know what’s happening around your company. Brand reputation monitoring will help you with that.
- Maintaining positive brand reputation will build customers’ trust. People based their decisions on research they make before purchase. Monitoring what is said about your brand online will help you build your brand reputation.
- Learn about your customers likes and dislikes. Monitoring online reputation can provide valuable insights that will help you deliver the best customer experience possible.
If you prefer to watch a video about the benefits of brand reputation monitoring, my colleague Chia recorded a film that shows 10 ways to protect your brand reputation online:
And to make your life a bit easier, I gathered top 10 brand reputation monitoring tools:
- Google Alerts
- Agora Pulse
Who would’ve thought we’ll make our own list? I bet you didn’t see it coming!
For what it’s worth, Brand24 is one of the most robust and affordable brand reputation monitoring tools. At least, according to Buffer’s experts.
What features are the most useful for monitoring brand reputation online?
- notifications – as I mentioned before, the key to success in online brand monitoring is to react quickly, both to negative and positive comments. In Brand24, we offer three types of notifications: email storm alerts, in-app notifications (both for iOS and Android), and integration with Slack;
- sentiment analysis – which will help you determine whether the online talk about your company is positive or negative;
- hashtag metrics – to see where and who talks about your company online;
- PDF reports – to present the results you gathered in a clear and consistent way;
- widget – to share customers’ reviews on your website.
2. Google Alerts
Google Alerts is a great free brand reputation monitoring tool for a beginner brand manager.
It’s easy to manage, free, and is run by Google, which ensures reliability.
To set up a project all you have to do, is to type the keyword you’d like to monitor and provide your email address. You’ll receive an email every time Google picks up a mention with your monitored keyword.
The simplicity of Google Alerts is also a curse. You can’t narrow down the results; the tool won’t provide any in-depth analysis, and, if you monitor popular phrases, you’ll get a ton of emails you’ll probably ignore.
Gatherup is a slightly different type of a brand reputation monitoring tool than the two mentioned before.
It’s a much more proactive tool than typical Internet monitoring tools. Instead of simply replying to comments left online by your customers, you can actively ask them for a review of your product.
The brand reputation monitoring tool sends a personalised request to your existing customers which makes it easy for customers to leave a review you could use later.
You can never have too many customers’ reviews. The numbers speak for themselves – 88% of buyers research services and products online before buying and 86% are less likely to buy from a business that has negative reviews.
Gatherup offers solutions for small businesses, businesses located in different areas, and digital agencies.
The basic plan of this brand reputation monitoring tool starts at $39.95
Chatmeter is a great brand monitoring solution for agencies, chains and franchises, or resellers.
Its features include:
- review management
- listing management
- local SEO management
- many more online reputation management features
Brand reputation monitoring tool notifies you about any review found on over 20 local review sites.
Moreover, Chatmeter allows your customers to locate the right information about the business location closest to them. If you want to focus on local activities, Chatmeter is your go-to tool.
Chatmeter pricing is customised for each brand depending on the service needed and the number of business locations.
Brand reputation management is not only a solution for brands. Your personal online presence can have an impact on your business as well.
BrandYourself is a reputation monitoring tool that helps you audit what is said about your personal account online and eliminate almost all negative reviews.
BrandYourself allows to:
- fix unwanted Google results;
- scan and delete posts from social media that might seem unprofessional;
- improve your reputation score by finding out how much your online presence helps or hurts your career.
You schedule a call to get more information about different pricing plans, etc.
I would call SocialMention an in-between tool – it’s a bit more sophisticated than Google Alerts, but not on the same level as more professional Internet monitoring tools.
Using SocialMention is a piece of cake. All you have to do is type the name you’d like to monitor online, and voilà! All the mentions and some basic analytics in one dashboard.
To be honest, the dashboard has some nostalgia vibe and looks like a website develop in the early 2000, but if you’re not yet ready to invest in a paid brand reputation monitoring tool, SocialMention is a great starting point.
SocialMention is free brand reputation monitoring tool.
Grade.Us is another brand reputation monitoring tool that focuses on customers reviews.
The tool is based on a “review funnel”, where your customers are encourage to leave a review on review websites you care about.
Moreover, the tool will:
- collect data about your unhappy customers to understand what they would like to change in your product;
- ask, remind, and guide your customers through a review process;
- analyse monthly reports of your brand reputation and learn from the insights
- choose reviews to show on your website.
Grade.Us offers solutions for professionals users, agencies, and enterprises. The plans start at $90 a month.
ReviewTrackers, surprise, surprise, tracks your review online.
You can manage more than 100 review sites from one dashboard. You can create regional groups, assign users and make sure that every review is always answered.
Analyse the feedback you get from your customers and prevent any pain-points from emerging in the future.
ReviewTrackers also offers mobile app that will alert you about issues at every location of business.
Moreover, the tool will also track your competitors’ reviews. Keeping your finger on the pulse will help you stay ahead of your competitors and close any gaps between your product and theirs.
For pricing information, you need to schedule a demo.
Broadly will make sure you look good online. Broadly sends automated messages to your customers and asks about their experience with your brand. The customer leaves a review on the website of your choosing – Google, Facebook, TripAdvisor or any other site.
You can set up an SEO – optimised review stream which will show all 4 or 5 star reviews on your website. According to Broadly, the review stream could potentially enhance your SEO strategy.
Broadly reporting will deliver actionable insights you could act on. Your customers will leave a ton of information online, a part of your job is to listen and act on them.
Broadly pricing is available upon request.
10. Agora Pulse
AgoraPulse is mainly a social media management tool but it will help you monitor your brand reputation.
With a little help from Agora Pulse, you can monitor all relevant conversations and engage with them every time you see an opportunity to either promote your brand or turn a negative review into a positive one.
Part of monitoring your brand reputation is to be able to turn your customers into brand evangelists. To do so, you need to spark conversations on your own and monitor what is said about your brand online. Agora Pulse is just the tool to do that.
You can get an Agora Pulse account for $39 dollars.
Why are brand reputation monitoring tools important?
The more our lives shift to the online world, the more attention you have to pay to what it’s said about your company on the Internet. Brand reputation monitoring will help you convert even more customers and stay ahead of your competitors.
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